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A Comparative Study of Printed Head Copies between Korean and Japanese: With a focus on rhetoric

  • 日本硏究
  • 2017, (44), pp.7-25
  • DOI : 10.20404/jscau.2017.02.44.7
  • Publisher : The Center for Japanese Studies
  • Research Area : Humanities > Japanese Language and Literature
  • Received : December 31, 2016
  • Accepted : February 1, 2017
  • Published : February 20, 2017

kwon ik ho 1 Hong, Min-Hee 1

1중앙대학교

Accredited

ABSTRACT

In this study, print advertisements issued in both countries were compared and analyzed in terms of four types of rhetoric such as Antithesis, Inversion, Hhyperbole, Interrogative method. In the case of the food industry, Korean showed the usage patterns in the order of hyperbole > Antithesis > interrogative method> Inversion among the four types of rhetoric, and Japanese showed the actual usage in the order of the Inversion > Antithesis > thyperbole > In the case of the retail industry, the research shows that the order of use was in the order of hyperbole > interrogative method > Antithesis > Inversion in the order of the rhetoric law, and Japanese was used in the order of the Inversion > Antithesis > hyperbole > interrogative method. Noteworthy here is that in the case of the retail industry, hyperbole accounted for more than half of the total (60.4%), while in Japanese it was 15.5%. In addition, in the case of Japanese, it was confirmed in this study that the use of the doctrine in the retail industry was 53.5% of the total, while that of Korean was only 4.5%. In this paper, the analytical industries were limited to the Antithesis, Inversion, hyperbole, and interrogative method in the food industry, the retail industry, and the rhetoric. However, in the future, We will attempt to do a comparative study on the advertising.

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